Future thinking: A marketing perspective on reducing wildlife crime

This paper discusses how, using both a futures studies perspective and social contract theory, marketing is uniquely positioned to help reduce crimes against wildlife. The futures studies perspective involves predicting probable, preferable, and possible futures. Moreover, marketers have an obligation (i.e., a social contract) to society—wildlife included—to meet consumer needs through well-rounded, morally robust strategies. Using face-to-face and digital data collection methods, a broad set of consumers were asked about their perspectives on the future wildlife. Grounded theory was used to analyze responses until a point of thematic saturation. The results indicate that consumers take a broad, inclusive view of wildlife crime. Participants describe the immediate probable future where micro-, meso-, and macrolevel wildlife crimes persist, and a preferred future of wildlife, including among others, reduced wildlife crime, decreased animal cruelty, and human–wildlife symbiosis. Respondents expressed a desire to reduce what they view as wildlife crime and presented viable paths to reduce such crimes. Theoretical and managerial implications are offered.